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Visit San Luis Obispo County
Visit SLO County Announces Marketing Agency Partnership to
Accelerate Year One Priorities
Visit SLO County has announced its first-year priorities and their new marketing agency
partnership with Catalyst Marketing. The Tourism Marketing District will expand the
marketing budget of the organization, allocating an estimated $3.4M in Year One to be used
towards promoting and marketing the region. Targeting the off-peak, slower months for
visiting travelers and tourist spending, Visit SLO County and Catalyst will plan an integrated
marketing campaign to reach new customers and encourage visitors to choose SLO County as
a preferred destination. Set to launch this fall, the campaign will be the most extensive
outreach effort by the countywide marketing agency, and in the initial phase, includes
advertising in key feeder markets: the Bay Area, Southern California and the Central Valley.
June 2015 vs June 2014 Lodging Statistics
Occ % ADR RevPAR
2015 2014 2015 2014 +/- 2015 2014 +/-
California 80.4 77.9 152.83 142.91 6.9% 122.81 111.31 10.3%
Santa Barbara/Santa Maria, CA 83.8 78.1 187.96 181.15 3.8% 157.58 141.52 11.3%
San Luis Obispo/Paso Robles, CA 77.9 75.9 153.12 145.82 5.0% 119.31 110.70 7.8%
Monterey/Salinas, CA 78.2 74.5 179.97 174.52 3.1% 140.78 130.07 8.2%
SAVOR Lodging Partner Marketing Toolkit
Marketing Toolkits are now available for Sunset SAVOR the Central Coast Lodging Partners! Not a Lodging partner
yet? Sign up today to receive your marketing toolkit, increase your occupancy and add value for your guests
through participation in 2015 Sunset SAVOR the Central Coast Lodging Partner opportunities. As a Lodging Partner,
you will have access to two types of discounted tickets that you may choose to use in packaging your guests’
SAVOR offer. Details on the program and the enriched listings are available here: http://bit.ly/1fC26BT.
- What’s New -
Activity Report, July 2015
Visit SLO County Welcomes FY2015-16 Board of Directors
Visit SLO County welcomed its new Board of Directors in July: Kevin Phipps, Embassy Suites (SLO) – Chair; Jay Jamison,
Pismo Coast Village (PB) - Vice Chair; Clint Pearce, Madonna Inn (SLO) – Treasurer; JP Patel, Best Western Plus Colony
Inn (AT) – Secretary; Noreen Martin, Martin Resorts (SLO County Unincorporated) – Past President; John Arnold, Holiday
Inn Express (PR); Kathleen Bonelli, Paso Robles Vacation Rentals (PR); Mark Eads, SeaVenture Beach Hotel (PB); Lois Fox,
Belvino Viaggio B&B (PR); Sam Miller, Holiday Inn Express (GB); Rachel Patranella, Hampton Inn & Suites (AG); Val
Seymour, The Front Street Inn & Spa (MB). Congratulations to our new board members and thank you for your service!
Poly Parent Adventures 2015 Set to Launch in September
Visit SLO County and Cal Poly are once again partnering together for the second year of Poly
Parent Adventures. Poly Parent Adventures features local deals and specials, allowing parents
to explore SLO County. This program encourages mid-week business and focuses on assisting
Cal Poly parents in creating a vacation out of dropping their students off at school for Cal Poly
Week of Welcome. For details, please email Kylee at kyleej@visitsanluisobispocounty.com.
Visit SLO County Prepares Move to Downtown SLO
Visit San Luis Obispo County is pleased to announce that its office will be moving to the
City of San Luis Obispo on August 12th, putting the organization back in the hub of the
county. The new office will be at 1334 Marsh Street, just east of Johnson Avenue.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in Vicky Flip
Flop Travels:
“My Pacific Coast
Highway Road Trip”
Oceano Dunes (left);
and in OC Register
Firestone Walker
Brewing Company
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 46,651
UNIQUE VISITORS: 38,075
PAGE VIEWS: 138,129
AVG. PAGE VIEWS/VISIT: 2.96
AVG. TIME ON SITE: 2:17
TOTAL ORGANIC TRAFFIC: 33,837
% OF ORGANIC: 73%
MOBILE VISITS: 20,591
MOST VISITED EVENT:
FARMERS MARKET – SAN LUIS
OBISPO (1401 VIEWS)
TOTAL BLOG VISITS: 12,413
MOST SHARED BLOG: AN
INTERVIEW WITH LUKE UDSEN, MR.
BEAVERSTOCK http://bit.ly/1LiXxZi
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,381 NEW: 205
TOT. IMPRESSIONS: 104,567
HIGHEST ENGAGEMENT:
#FANFRIDAY PHOTO OF MORRO
ROCK (599 ENGAGEMENTS)
MOST LIKED: #FANFRIDAY PHOTO
OF MORRO ROCK (141 LIKES)
FOLLOWERS NEW
TWITTER: 5,375 120
25.7K IMPRESSIONS
TWEETS: 5,974
PINTEREST: 600 10
PINS: 773
INSTAGRAM: 1,158 91
POSTS: 349
VISITOR GUIDE DIST.
WEB DOWNLOADS: 69
GUIDES DISTRIBUTED: 374
TOTAL: 443
MONTHLY E-SPECIAL
SUBSCRIBERS: 34,769
# OF OPENS: 6,055
# OF CLICK-THROUGHS: 1,029
THIS WEEK IN SLO COUNTY
CIRCULATION: 820
MOST CLICKED LINK:
Upcoming Events in San Luis
Obispo County
New Research from Project: Time Off
Project: Time Off's latest study, "The Work Martyr's Affair: How
America's Lost Week Quietly Threatens Our Relationships," examines the
balance in workers' professional and personal lives. Nearly all employees
(96%) report that their families understand when work infringes on
family time. Yet 36% of couples argue about the time needed for work
versus the amount of quality time needed for each other.
Read the full study here: http://bit.ly/1gXL2r3
Touring & Tasting Features SLO County Advertorial
In their Summer/Fall issue, Touring & Tasting featured a twenty-page advertorial
about SLO County, highlighting the coastal, culinary, and cultural possibilities for
visitors. This Visit SLO County co-op advertising partnership reached a circulation
of 66,000. Read the individual stories here: http://bit.ly/1h1lnOi.
Public Relations
• Volkswagen Magazine (published by Brutus) – San Luis Obispo: August 5-6
• TravelingMom.com/LA Parent Magazine – Morro Bay: August 13
• UK Daily Mail – Pismo Beach: September 17
Media
• Travel Weekly – Ocean Drive http://bit.ly/1ghUh5t
• Daily Meal – 101 Best Wineries in America for 2015 http://bit.ly/1MSZMlb
• Wine Spectator – 2015 Award of Excellence http://bit.ly/1VKj6qR
• Sunset – Best California Beach Vacation Spots http://bit.ly/1evxMs3
• Vicky Flip Flop Travels – My Pacific Coast Highway Road Trip http://bit.ly/1VKisJL
• OC Register – Go to SLO County for the wine? Sure - but stay for the craft beer scene
http://bit.ly/1Kv1zwr
Travel Trade
• UK SuperFAM – Paso Robles: September 26-27
San Francisco Chronicle and SFGATE Highlight
“10 Reasons to Visit SLO County”
This month, the San Francisco Chronicle and SFGATE published a travel
section devoted to the attractions of San Luis Obispo County. The article
highlighted Sunset SAVOR the Central Coast, several local wineries and
craft breweries, Margarita Adventures, Madonna Inn, and other
members. Read the full story here: http://bit.ly/1MtXfQn
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: February 1 - July 31, 2015
Total Traffic Overview:
Feb Mar Apr May Jun Jul
Visits:24,147 28,478 30,648 37,667 42,305 46,651
Unique Visitors:20,009 23,833 25,365 31,136 35,058 38,075
Bounce Rate:48%49%48%49%52%50%
Pageviews:77,981 90,475 96,341 116,951 128,578 138,129
Avg Pageviews Per Visit:3.23 3.18 3.14 3.10 3.04 2.96
Avg Time on Site:0:02:30 0:02:19 0:02:23 0:02:21 0:02:19 0:02:17
Total Organic Search Traffic:17,546 20,287 22,385 27,209 28,464 33,837
% of Traffic Organic Search:73%71%73%72%67%73%
Entry Pages From Search:1,788 1,954 1,826 1,996 2,013 2,185
Mobile SnapShot:
Feb Mar Apr May Jun Jul
Visits:8,036 9,566 11,424 14,734 17,022 20,591
% of visits 33%34%37%39%40%44%
Bounce Rate:53%54%53%53%56%55%
Pageviews: 21,817 24,678 29,455 38,438 42,110 50,941
Avg Time on Site:0:01:56 0:01:42 0:01:47 0:01:51 0:01:44 0:01:46
* Visits increased 74% compared to last year.
* Unique Visitors on the main site increased 71% year over year.
* Pageviews increased 47% compared over this time last year.
* Organic traffic increased 70% year over year.
* Organic entries to the Events page increased by 15%, by 17% on the
Activities page, and by 68% on the Home page.
SEO Overview:
0
10,000
20,000
30,000
40,000
50,000
Feb Mar Apr May Jun Jul
Visits Year-Over-Year
Prior Year This Year
72.53%
12.89%
9.62%
4.51% 0.45%
Traffic Sources
Organic Search Direct Referral Social Email
Page 2 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1-31, 2015
Organic Traffic % of Total
Site Traffic
Visits 33,837 72.53%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.14 6.10%
Avg. Time on Site 0:02:25 5.77%
New Visits 74.94%-0.03%
Bounce Rate 45.63%-9.52%
Search Engine Visits Percent
google 30,951 91.47%
yahoo 1,915 5.66%
bing 751 2.22%
aol 144 0.43%
ask 50 0.15%
baidu 11 0.03%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)31,125 91.99%/events 7,548 22.31%
san luis obispo 242 0.72%/3,945 11.66%
san luis obispo events 36 0.11%/activities 1,151 3.40%
san luis obispo ca 27 0.08%/events/461/thursday-farmers-market 891 2.63%
events in san luis obispo 18 0.05%/events/all/fairs_and_festivals 780 2.31%
san luis obispo farmers market 18 0.05%/our-area 743 2.20%
erot.co 17 0.05%/lodging 687 2.03%
san luis obispo county 16 0.05%/events/1791/rock-to-pier-fun-run-half-marathon 569 1.68%
avila beach 15 0.04%/community/avila-beach 527 1.56%
visit san luis obispo county 14 0.04%/events/178/central-coast-renaissance-festival 510 1.51%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Feb Mar Apr May Jun Jul
Organic Visits Comparison
Prior Year Current Year
Page 3 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1 - 31, 2015
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
TV Lovers 188
Movie Lovers 186
News Junkies & Avid Readers 138
Travel Buffs 138
Technophiles 136
Cooking Enthusiasts/Aspiring Chefs 130
Shutterbugs 114
Music Lovers 106
Health & Fitness Buffs 105
Cooking Enthusiasts 104
Other Categories:
Top 10 Categories Visits
News/Weather 64
Internet & Telecom/Email & Messaging 63
Arts & Entertainment/Celebrities & Entertainment News 62
Food & Drink/Cooking & Recipes 62
Online Communities/Social Networks 59
Arts & Entertainment/TV & Video/Online Video 41
Travel/Hotels & Accommodations 41
Real Estate/Real Estate Listings 40
Reference/General Reference/Dictionaries & Encyclopedias 36
Travel/Tourist Destinations/Beaches & Islands 36
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
8.00%
11.67% 10.33%
15.33%
11.00%
4.67%
3.33%
8.33%
8.33%
8.67%
5.33%
5.00%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 4 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1 - 31, 2015
Top Content:
Top Landing Pages Entrances Top Content Pages Pageviews
/events 8,773 /events 14,714
/7,781 /10,704
/activities 1,289 /our-area 2,668
/our-area 1,064 /events/all/fairs_and_festivals 2,625
/events/461/thursday-farmers-market 973 /events?page=1 1,910
/events/all/fairs_and_festivals 866 /activities 1,818
/lodging 841 /events/all/childrens_activities 1,689/blog/838/avila-beach-4-on-top-10-list-of-best-beaches-in-us-by-
better-homes-gardens 651 /lodging 1,489
/events/1791/rock-to-pier-fun-run-half-marathon 636 /events/461/thursday-farmers-market 1,262/blog/839/10-places-to-celebrate-the-4th-of-july-in-san-luis-obispo-
county 621 /deals 1,228
Geographic:
11%
11%
11% 4%
4% 2% 2%
2% 2% 1%
51%
Top Cities
Los Angeles San Luis Obispo San Francisco
Paso Robles Atascadero Arroyo Grande
(not set) Bakersfield Sacramento
Baywood-Los Osos Other
79.0%
1.4%
1.1% 1.0%
0.8% 0.7%
0.6%
0.6% 0.5%
0.5%
13.7%
Top States
California Texas Arizona New York
Nevada Washington Illinois Florida
Oregon Colorado Other
Page 5 of 16